Nokia has agreed to acquire mobile analytics firm Motally for an undisclosed fee. Motally's technology offers in-app tracking and reporting services across Apple and RIM devices and those running Google's Android OS, but not currently those manufactured by Nokia.
In a release, Nokia said little about its plans for the company, besides that it intends to adapt its technology to function on its own devices. "The acquisition underpins Nokia's drive to deliver in-application and mobile Web browsing analytics to Ovi's growing, global eco-system of developers and publishers, enabling partners to better connect with their customers and optimize and monetize their offering," said Marco Argenti, VP media for Nokia.
As well as providing developers with insights into their audiences, analytics platforms such as Motally's are central to ad sales and monetization efforts. Nokia rivals Apple and Google have made major investments in the mobile advertising space in the past year, and both acquired analytics capabilities with their acquisitions of Quattro and AdMob, respectively. Nokia's other major handset rival RIM has also been linked with a purchase of mobile ad network Millennial Media, which offers an analytics product of its own.
Ironically, Nokia was ahead of the mobile advertising curve when it acquired Enpocket in 2007. At the time, the company's director of ad services Tom Henriksson said it saw mobile advertising as a fast growing market, but it soon scaled back its aspirations following a lack of substantial advertiser interest.
Since Google's acquisition of AdMob and the launch of Apple's iAd, however, advertiser interest has accelerated drastically, and Nokia appears to be lagging. Its advertising services site is not currently live, and neither is Enpocket's.
Early Bird Rate Extended!
Nov. 4-7, 2013: This year's SES Chicago agenda focuses on aligning paid, owned and earned media to help you drive quality traffic and increase conversions.
Register today and save up to $400!
Final Early Bird deadline extended to October 11.
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
November 4-7, 2013
December 2-4, 2013
February 10-13, 2014
March 19, 2014
Mar 31-Apr 3, 2014
October 8, 2013
1:00pm ET / 10:00am PT
October 15, 2013
1:00pm ET / 10:00am PT
October 17, 2013
1:00pm ET / 10:00am PT